Brand Tone

Artisanal, mindful, and provocative, blending mindful artistry with rebellious luxury. It's poetic, uses evocative and sensory language, and communicates with an educated, culturally-aware, confident, and introspective voice, avoiding corporate jargon for a personal, editorial, and creative community alignment.

Brand Values

• •Radical Environmental Accountability: 100% plastic-free, biodegradable plant-based glitter, glass packaging, positioning as leaders in responsible luxury.
• •Artistic Self-Expression and Maximalism: Champions experimental, creative, and bold beauty, rejecting minimalism for glitter, glow, and vibrant looks.
• •Inclusivity and Community: Actively promotes inclusivity with statements like "Our platform is made for all bodies" and features diverse stories and artists.
• •Authenticity and Transparency: Founded to counter greenwashing, openly speaks about changing the industry, committed to non-toxic, body-safe ingredients.

Best Practices

• •Lead with Emotion, Support with Facts: Start with poetic, sensory language, then follow with factual reasons for product superiority (e.g., zero-plastic, plant-based).
• •Use "Purpose" Vocabulary: Integrate words that reinforce the brand’s mission, such as "manifesto," "accountability," "paradigm," and "future beauty."
• •Maintain an Assertive, Unapologetic Stance: Use confident and direct statements like "This is future beauty" and "Plastic is poison" to position the brand as a leader.
• •Embrace Artistic and Intellectual References: Reflect the brand's intelligence and appreciation for depth and creativity in the copy, appealing to a culturally aware consumer.
• •Be Consistently Inclusive: Always ensure language speaks to "all bodies" and celebrates individuality, framing self-expression as a universal right.

Social Perception

Perceived as a trailblazer in sustainable beauty, an eco-luxury pioneer with a cult following. Legitimized by major publications for its plastic-free commitment and innovative glitter. Seen as authentic, mission-driven, with a "cool," artistic, and eco-conscious image, allowing indulgence in maximalist beauty without ecological guilt.

Copy Examples

• •More than a glow. It's the light from within, captured. Our Lucid Highlighter is pure, plant-based illumination in a zero-plastic vessel. Shine responsibly. #FutureBeauty #SubmissionGlow
• •Wear the party. Not the plastic. Our biodegradable glitter is made from eucalyptus trees, not harmful plastics, so it safely returns to the earth. Express yourself with a clear conscience. This is glitter, not litter. #SubmissionBeauty #PlasticFree
• •Beauty is not a performance. It is a submission to self. To instinct. To the fierce tenderness of being human on a planet that needs our care. We stand for environmental accountability and radical self-expression, in vessels made of glass, not poison. For all bodies. For a future we can believe in.
• •Introducing Balm Shiny. A whisper of moisture, a hint of gloss. Made from vegan, plant-based ingredients to soothe and protect. It’s the feeling of a late summer glow, bottled. Experience the luxury of less, done right. #ResponsibleLuxury
• •Your big day shouldn't leave a lasting impact on the planet. Our plant-based glitters offer a pared-down, iridescent shimmer that's both non-toxic and biodegradable. For a love that's pure, and a beauty routine to match.